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Email append is a data enhancement service that matches customer records containing names and postal addresses against a database to add missing email addresses. This process helps businesses expand their email marketing reach by converting offline contacts into emailable leads. The matching uses proprietary databases compiled from various sources where consumers have provided their email addresses along with other identifying information.
Email append helps businesses bridge the gap between offline and online marketing. If you have customer records from direct mail, phone orders, or in-store purchases but no email addresses, append services let you reach these customers through email marketing. This is often more cost-effective than direct mail and allows for faster, more personalized communication. However, proper consent and compliance with email regulations remain important considerations.
Email append works by taking your customer database containing names and postal addresses and matching it against a provider's consumer database. The provider uses algorithms to match records based on name variations, address normalization, and household data. When a match is found, the associated email address is appended to your record. Quality providers will only return verified, deliverable email addresses and typically achieve match rates between 15-40% depending on your data quality and the provider's database size.
Email append is legal in the US under CAN-SPAM if you have an existing business relationship with the contact. However, GDPR in Europe requires explicit consent for email marketing, making append services more restricted in those regions. Always consult legal counsel and verify compliance with applicable regulations.
Match rates typically range from 15-40% depending on your data quality and the provider's database. Consumer data tends to have higher match rates than B2B data. Factors like data recency, address accuracy, and name completeness significantly impact match rates.
Email append pricing varies widely, typically ranging from $0.05 to $0.25 per successful match. Some providers charge per record processed regardless of matches, while others only charge for successful appends. Volume discounts are common for larger files.
Yes, always verify appended emails before sending. Even reputable providers may have outdated addresses in their databases. Email verification ensures deliverability and protects your sender reputation from high bounce rates.
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